Pembuatan Akun TikTok dan Konten Storytelling Historis sebagai Penguatan Branding Digital Situ Cileunca
Abstract
Situ Cileunca in Pangalengan has strong natural and cultural tourism potential, yet it lacks effective digital branding and well-managed historical narrative documentation. This Community Service program aimed to strengthen destination identity through digital storytelling and social media–based historical literacy as a destination branding strategy. The program employed a Participatory Rural Appraisal (PRA) approach, consisting of preparation, implementation, and evaluation stages, using field observations, in-depth interviews, digital content production, and technical assistance in social media management for local partners. The outcomes included the establishment of the official TikTok account @situcileuncaofc and the production of five narrative videos highlighting the lake’s development history, local legends, tourist experiences, and environmental conservation messages. The implementation of storytelling generated positive initial audience responses, particularly to historical and legend-themed content, as reflected in increased views and audience engagement. This approach enhanced awareness of cultural identity and historical values while strengthening storytelling-based digital branding with potential for sustainable development of Situ Cileunca as a culturally distinctive natural tourism destination.